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  • B2B
  • Intent Data

The Power of Intent Data with Marketing Automation

Nicola Ray, CEO of Modern

In recent years, the martech world has exploded. So much so, according to Gartner, martech accounts for the largest proportion of marketing budgets (26.2%) with most organisations earmarking new technologies to invest in every year.  


Yet only 18% of brands have mastered their martech stack (Gartner).


So what are 82% of brands missing?

There are several answers for this, but it mainly comes down to adoption levels, complexity, and integration.  The technology is ‘new’ and the applications for use are ‘new’.  And whilst marketers like ‘shiny new’, most of us don’t like change as it’s big, scary and complex — and in most companies is something beyond our control.

Most technologies are used as ‘point’ solutions for a single purpose, but when you start to integrate technology, it builds greater capability and the sum is often more than the whole.  

So, in this post, I wanted to share more about some of the integration possibilities between intent data and marketing automation technology.  

Let’s talk intent 

We work with Cyance — an intent platform that unlocks intent insights through keyword and topic consumption across the web.  When your prospects (or customers) are consuming content, Cyance picks that up and then surfaces that information within the platform.  By knowing when your prospects are in an active buying journey and what they’re engaging with, you can determine those more ready to buy. 

One of the reasons we love Cyance here at Modern, is the European focus and multilingual capability… whilst other vendors are great in the US, Cyance works well on both sides of the Atlantic.

With accurate intent data you can identify best-fit customers, know where they are in the buying journey and better understand their needs. This enables you to reach them in a timely manner with personalised, meaningful content — via marketing, advertising, sales or account management channels. Insights gained from intent data can then be used to build a successful lead generation campaign — one that is forward-thinking and delivers results now.

Integrating platforms for 1+1=3

Cyance doesn’t work in isolation.  You can set the system up and use it as a pure insights tool, leveraging the data to direct campaign targeting, but when you integrate it, you’re able to step up a level.

Cyance integrates with Salesforce.  And by connecting the dots, you can leverage the insights in a whole new set of ways.

When Cyance surfaces the data each week, it’s automatically pushed into Salesforce where the data sits at the account level.  These are usually custom data points on the account object and can include keywords and topics of intent, as well as the account behaviour over time.

Once Cyance is in Salesforce, a world of possibilities opens up, including:

  • automations around notifications for the sales account owner
  • adding account contacts to lists for communications
  • moving people to more relevant based communications flows
  • customising web experiences based on an intent level

What this means in practice…

Focus the sales team to accelerate the sales journey
If you have a set of accounts and you see some of them bubbling up within Cyance, the data will pass to Salesforce and the account manager can be notified to call them or email them.  The power here is in accelerating the sales journey.  

Through automations you can create a list of accounts that are showing intent and focus outbound calling to the contacts within those accounts with relevant messaging. 

Direct marketing communications for those with intent
When an account is showing intent for a particular surging topic, you can create an email series around that topic so that the contacts in that account are added to email flow and warmed up with relevant and timely communications (right before a sales person hits them with a call).

Using lists to customise the web experience
When a list is created in Salesforce, it can be used for multiple purposes — including integration with other martech.  There are two specific instances I want to call out:

1. Landing page personalisation
Not only can you create personalised email flows based on intent topics, you can also create custom landing page experiences.  There are several platforms capable of doing this, including Salesforce, but in the context of campaigns, I really like Folloze.

Folloze is account based and can use lists from within your CRM to display personalised content based on any attributes you set. In this use case around intent, it would be distinct content around the surging topics being consumed.

2. Chatbot personalisation
Again, with a list in Salesforce, you can personalise the interaction experience.  My favourite platform to do this is Drift.  Which is by far the most succinct and most capable platform on the market to deliver personalised, human experiences through chat. 

Once you’ve got the list and the topic, the interactions can be tailored to deliver the next best action using AI — not only delivering the objective of the campaign, but connect that prospect to their sales person who’s informed about their intent because it’s all in Salesforce — double win!


Building out the journey and connecting the dots

There are plenty of tactics listed above, but let’s look at this in relation to the customer’s experience.  Here’s a scenario:

You can use these tactics as part of your customer cross-sell strategies, demand programmes, ABM, or you could use Cyance for research and insights to inform and build out your content or sales strategy.

Whatever your strategy, integrating the technology, thinking through the capability and initiating programmes that leverage multiple platforms, enable you to maximise the power of your martech.  

By integrating and thinking through the strategy, you’ll get pushed up to Gartner’s ‘Genius’ status where your digital competences is a point of competitive differentiation. Let’s get you there now.


About Modern

Global leadership teams trust Modern, the award-winning B2B marketing agency, to deliver marketing-led business solutions that define and realise bold ambitions. From demand campaigns to wide-reaching transformation programmes; Modern helps the world’s most innovative businesses to grow wiser, stronger and faster.

Let us show you the power of Cyance